fundraising

#GivingTuesday 2017

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#GivingTuesday has become a worldwide phenomenon since it began in 2012. The idea of the campaign came about when two charities, The 92nd Street Y and the United Nations Foundation, came together. Their goal was to remind people of the importance of giving around the holiday season.

Black Friday and Cyber Monday have become monumental days for consumer spending the world over and so the message was put out to give a little back after you get a little for yourself. With this in mind #GivingTuesday takes place every year on the first Tuesday after Black Friday and Cyber Monday.

#GivingTuesday was celebrated in over 98 countries in 2016 and raised $177 million dollars in online donations for charities around the world. The success of the campaign is fuelled by the power of social media and collaboration between all charities to promote the #GivingTuesday across all social media platforms.

To date, #GivingTuesday has failed to capture the imagination of the Irish public. The rewards of such a campaign could be instrumental in raising much needed funds. And the beauty of it is that many charities already have the resources necessary to run a successful #GivingTuesday campaign:

  • Social media accounts - Twitter, Facebook, Instagram
  • Text-to-donate service
  • A donations page
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This year #GivingTuesday takes place on Tuesday November 28th. The day is fast approaching and it’s time to get the word out. The key to the success of the campaign will be a collaborative approach by all charities to get the word out and spread the #GivingTuesday message. This is the year Ireland will embrace #GivingTuesday!

The #GivingTuesday website offers loads of great resources and tool-kits to guide you on your way to a successful #GivingTuesday campaign. This includes freely available #GivingTuesday logos, ideas, and templates to help promote and run your campaign.

We are only a small nation famed for punching above our weight. Ireland was announced as the second most generous country in Europe in CAF World Giving Index. This year let’s show the world what we can do on #GivingTuesday and get us to the number one spot!

If you would like to get involved why not text a donation to one of over 250 charities listed here.

Sources:
https://www.givingtuesday.org/
https://www.cafonline.org/about-us/publications/2016-publications/caf-world-giving-index-2016

Upcoming LIKECHARITY Training Workshops

Last week LIKECHARITY ran two very successful days of training for charities; covering fundraising and Data Protection.

On Tuesday the 11th of April, Hannah and Deirdre ran another text-to-donate fundraising workshop. They gave advice and training on how best to use the text-to-donate platform. They covered ComReg compliance, how to pick the best keyword, text-to-donate on social media, case studies and how to build a successful text-to-donate campaign. It was a relaxed but productive morning with plenty of discussion, we’re already looking forward our next workshop in May!

The following day, LIKECHARITY were joined by John Ghent of Sytorus to speak about charities and the GDPR. Sytorus is a recognised leader in pragmatic Data Protection deployment with their services and products, including assessments, implementation, training and support and are experts on the GDPR. Sytorus and LIKECHARITY are partnering together to help charities to be compliant with the GDPR. While The GPDR is receiving lots of coverage in the media, there still remains a lot of confusion around what it means for the charity sector in Ireland. It comes into effect next year and, will bring the most significant and far-reaching changes to how charities approach the protection of citizen’s data in recent history, with the burden of proof now on charities to show how they manage their data. John lead us through a practical charity centred presentation on what the GDPR is, how it will affect charities and what they need to do to prepare for it. He explained the rapid change in data in recent times, how much much different data charities have, from addresses of donors to medical records of service users. He brought us through the new role of Data Protection Officer that most charities will need to bring in and practical solutions to implement the GDPR. Many of the charities commented afterwards they had a much clearer idea of what the GDPR means to our sector and what they need to do get get ready for it. As charities found it so helpful we’re running another two sessions next week.


Here’s a link to our next Data Protection Session and if you’d like information on upcoming LIKECHARITY training events please contact deirdre.mullen@likecharity.com  

The Benefits of DRTV

Would your charity benefit from an innovative product that can spread your message to millions of passive television viewers? And help increase national recognition whilst being cost efficient? Your company could not only increase profits, but also gain brand recognition, maximize savings, and elevate the interest of new and already established supporters of your charity’s cause.

DRTV stands for Direct Response Television; this allows the immediate contact between the audience and your organisation to create a special relationship that cannot be guaranteed by other means of media. Sure, there are many other ways that your organisation can get your message or name out in the public sphere, but there is nothing quite like DRTV and here are some reasons why:

1. It’s cost effective: A savvy media manager’s dream is to save money for their organisation, and by using DRTV a company can save 20%-30% of the total cost of media advertising. Compared to the pricing of standard commercials and ads on television, newspapers, magazines, etc. DRTV is reasonably priced and offers more value for your money. This allows companies to be in the public view and stay within their price range. In LIKECHARITY’s case, we provide an affordable platform for charities to generate regular monthly donations and significantly increase public awareness using DRTV. 

2. It’s reliable: DRTV allows direct and instantaneous feedback via text message responses from tv viewers; If a charity’s content is struggling to receive any text donations, then the subject matter can be quickly revised and iterated at no extra cost until results improve; Thus creating a reliable and transparent relationship with donors and your organisation . LIKECHARITY provides live tracking and analysis of all text messages responses and processes all donations in a safe and secure way via direct debit or credit card.

To learn more about LIKECHARITY’s data protection services please click here.

3. It highlights a simple story that evokes emotional responses: LIKECHARITY creates and produces videos that elicit an emotional response, which is important when discussing individual charities. The immediate reaction to the content compels the viewer with the urgency to turn their reaction into action (donating) by igniting the interest of passive TV audience members who truly care about the cause and giving them the tools to support the organisation.

4. It complements other forms of media: DRTV is complementary to other styles of media such as direct mail and door to door because it enhances the information by giving context in easily digestible adverts. By using DRTV and other kinds of media your organisation can reach out to many different demographics; A typical LIKECHARITY DRTV campaign, over the course  of three months, is seen by around six million Irish viewers - allowing a charity’s message to be amplified nationwide.

5. It creates brand recognition: Many charities have found that following their DRTV campaign they received a 20% increase in brand recognition.  DRTV adverts are usually aired on primetime shows allowing your cause to be seen nationwide; meaning a passive audience can pick up the brands name and logo if the advert appeals to them. This is an opportunity for your brand to gain recognition and a following, while also increasing sales. 

To learn more about DRTV and to learn more about LIKECHARITY, please click on following video

 

 

 

 

 

References:

http://adage.com/article/news/costs-ad-prices-tv-mobile-billboards/297928/

http://www.campaignlive.co.uk/article/telemarketing-deliver-drtv-campaign-companies-use-drtv-reliable-contact-centre-success/80699

http://www.directresponseacademy.com/artcl.MsrngPrftblty.html

http://www.hawthornedirect.com/drtv_101/FAQs.htm

http://www.dmnews.com/direct-response/direct-response-is-still-an-effective-way-to-build-brands/article/343558/

https://www.entrepreneurship.org/articles/2007/01/using-branding-to-increase-sales

 

Running For A Cause

Since 1980, thousands of runners have lined up every October to complete the impressive feat of running 26.2 miles through Dublin.  This Sunday at 9:00 the gun goes off, and 19,500 participants will take to the streets for the historic SSE Dublin Marathon.

People choose to run a marathon for a number of reasons.  Some are running to place and receive a prize.  Some have trained for weeks, months, years with plans to complete  their first marathon and prove to themselves that they are capable.  Some have run marathons for decades.  Surely at least one poor soul is running because of some bet he lost in a pub months ago.  And then there are some running for something bigger than them- Some are running for charity.   

Fundraising for charities through races has become wildly popular. Participants can run to support a charity, and family and friends can sponsor them, raising money for the cause.  Often race organisers will reserve entries for participants supporting charities.  Often charities will give out matching t-shirts or headbands to identify its supporters.  It is a fantastic way to spread awareness about an issue and to raise money for the cause.  For a lot of race participants, the benefit to completing the marathon is two-fold, first is the personal triumph, and also the knowledge that they were able to help a cause as well.

This Sunday hundreds of participants will be fundraising for Irish charities.  The Dublin Marathon has partnered with EveryDayHero, which is a website designed to assist people in raising funds for charities.  Since 2007, the website has helped raise over €100 million for nonprofits around the world.  Their website can be found here.

There will be dozens of charities represented at the event this year.  Barnardos Children’s Charity, Concern Ireland and the St. James’s Hospital Foundation are three charities that fundraise through the marathon.

Often called the “friendly marathon,” the race is known to have an excellent turnout of spectators and supporters lining the course.  If you get the chance it’s a brilliant event to attend.  It’s a high energy atmosphere with people cheering all around.  Remember to look for the runners representing a charity and be sure to cheer just a little louder.

 

Lead Generation For Non-Profits

Approximately 96% of visitors that come to your website are not “ready to buy”. Worse still you only have eight seconds to convince the remaining 4% who are ‘ready’ that what you’re offering is worth them purchasing in the first place. Just like any regular business non-profits need to show their products and create a donor journey to acquire regular donors. At its simplest form this is about communicating exactly what you do and how people can help you achieve this. For example, using the 8 second rule and applying it to Merchants Quay Ireland’s website; the call to action on the initial slider is clear “For Ireland’s homeless and hungry, it all starts with a cup of tea…and you”. This proposition is immediately reinforced by the simple underling message in bold “A hot meal. A helping hand. A fresh start”. Straight away without having any outside information of the organization you are aware they are;

A) A homeless charity

B) Providing basic tangible frontline services in feeding the homeless.

C) They need your help to do so.

Online lead generation

This all neatly dove-tails with a “text to donate” slider and a donate button, so in theory any website visitor has been prepped with enough basic information to make a quick and informed decision i.e. my donation will feed the homeless. Obviously the rest of the website goes into more detail about the organisation and services provided but the initial hook is enough to compel people to act.

As a result this has led to 74% of marketers spending more than €45 euro in acquiring a single lead. Traditionally LIKECHARITY has specialised in using DRTV in order to target quality prospects.  However, sometimes 30 seconds can be too short a window to explain complex issues in foreign countries that your target audience may not have prior knowledge of.  For example, NGO’s trying to convey the work they do to empower local community’s via sustainable employment, training and equal opportunities. By combining digital media with television LIKECHARITY can use online lead generation to target leads during a TV campaign to increase awareness i.e. supporters (users who’ve text in) can be targeted with stories which will appear in their Facebook news feed before they even receive a phone call from a call centre.

The point of combining two media groups is to increase goal conversion (donor acquisition). At LIKECHARITY we try to influence people at a behavioral level via framing. This means we try to target state of mind as opposed to just casting the net far and wide. By choosing to communicate with someone in an informal manner such as Facebook, we can provide information about the organization and what they do in a causal manner (soft sell approach) and then follow this up with a direct call to action (text to donate) via television. Rather than creating a mad dash to sign-up donors at any cost (nobody likes to feel pressured) this multi-faceted approach helps create informed donors which is ultimately reflected in our campaigns first year rate of attrition (the number of sign-ups who quit within a year) being the lowest in Ireland by some considerable margin (between 1.5-3%).

Lead Generation

This is backed up by recent research by The Internet Advertising Bureau (IAB) research which concluded that online advertising delivers uplift in brand and ad awareness, whilst TV increases favourability and purchase intent - with the two combining to create a 25% uplift in overall campaign awareness.

How we target a donor is actually more important than the message itself. In Decoded by Phil Bardsen broccoli sales in a school canteen were increased by a whopping 10-15% simply by placing it at the start of the queue. By framing healthy options at the start, rather than at the end of the journey people’s good intentions are easily rewarded (rather than at the end when you’ve already piled your plate full of chips and gravy!). This is exactly what we try to achieve at LIKECHARITY, rather than ask people to make one big commitment, we try to create a serious of small decisions starting with a call to action as simple as “would you like to help?”.  In short we want to reward people’s good intentions.

For more information about DRTV or Online lead generation contact andrew.anderson@likecharity.com

 

Communicating A Cause For Christmas.

This month marked the tragic one-year anniversary of Jonathan Corrie, who was found dead in a doorway near Leinster house on December 1st.

While raising awareness of homelessness is a year-round battle, with Richard Gere himself saying he felt “invisible” when he recently took to the streets to research an upcoming role, there are some charities successfully managing to amplify their message this Christmas.

As an authority on the homeless crisis and its devastating effects Merchant’s Quay Ireland understand the importance of communicating effectively in order to galvanise support. Which is why MQI recently launched a television campaign with the goal of asking the general public to donate and in so doing, to help them give back what homelessness takes away.

MQI address homelessness at its most basic level by providing food and shelter. They priortise our fundamental human needs first and it’s the uncomplicated nature of this care that we can all easily understand and appreciate. In order to tackle the many issues arising from living on the street, such as mental health and addiction problems, MQI offers therapeutic groups, counselling, life skills training, personal development, work and pre-employment training to enable its service users successfully reintegrate into society. This holistic approach also incorporates family members directly and indirectly affected by a loved one’s life on the street, to help strengthen the necessary support networks necessary to rebuild shattered lives.  

LikeCharity have been bowled over by the public reaction. The ad has resonated so strongly up and down the county because MQI quickly managed to encapsulate exactly what it means to be homeless at Christmas.

Homelessness is a universal issue but the way in which organisation’s highlight their cause is what makes the difference. Design Develop, an architectural design firm in Slovakia, has embarked on The Gregory Project, an initiative to turn billboard spaces into actual living spaces for the homeless. The Gregory Project plan to build small two-room apartments in these spaces—one room with an entrance hall, kitchen with a small desk and a raised bed with storage underneath, and the other room being a bathroom with the ad space itself actually offsetting the cost of construction.

Saint Vincent DePaul in London also created this emotive campaign to show how there are two sides to every story to raise awareness of homelessness amongst young people. Backed up by yesterday’s report from the Dublin Region Homeless executive which revealed the number of homeless children in Dublin has doubled this year.

And who could forget student Dominique Harrison-Bentzen’s appeal to raise help raise over £30,000 for a homeless man named Robbie, who gave her £3 for a taxi home after she lost her bank card on a night out. Using the power of social media Dominique enlisted the help of Ian Brown to help amplify her message and smash her original target by 8% via online donations.

Ultimately having your voice not only heard but listened to could be the difference between someone sleeping rough on the streets or having a roof over their head.